18 Questions
What is the 'sleeper effect' in the context of persuasion?
A prolonged change in opinion due to a non-credible source
What is a key aspect of source credibility in the theory of persuasion?
The expertise of the source in the relevant field
What is the primary concern in the theory of persuasion with regard to sources?
The credibility of the source as perceived by receivers
What is an important consideration when evaluating the credibility of a source?
The source's expertise in the relevant field
What can affect the credibility of a source in the eyes of the receiver?
The source's level of expertise in the relevant field
What is a key attribute of an effective source in the context of persuasion?
The source's objectivity
What is the primary role of a direct source in marketing communication?
To deliver a message and/or endorse a product or service
What is the primary concern in the receiver/comprehension stage of the Persuasion Matrix?
Can the receiver comprehend the ad?
What type of source is most effective in getting consumers' attention?
A source with high credibility and expertise
What is the primary role of an indirect source in marketing communication?
To draw attention to and enhance the appearance of an ad
What is the primary goal of the channel/presentation stage of the Persuasion Matrix?
To determine the most effective media channel for the message
What is an important attribute of an effective source in marketing communication?
Credibility and expertise
Which of the following factors is most likely to increase the credibility of a source?
Familiarity with the source
What is a potential risk of using a celebrity endorser?
The celebrity may overshadow the product being endorsed
What is an important consideration when choosing a celebrity endorser?
The celebrity's cost and ROI
Which of the following is a benefit of using a source that is similar to the recipient of the message?
Increased trust between the source and the recipient
What is a potential drawback of using a celebrity endorser who is overexposed?
The celebrity's credibility may be reduced
Why is likeability an important attribute of an effective source?
It affects the recipient's attitude towards the message
Assess your understanding of source credibility, knowledge, skill, expertise, and trustworthy information. Evaluate your ability to identify unbiased and objective sources.
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